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Rihanna’s Fenty beauty earns $72 million in just one month. The company recorded $72.0 million in earned media value, beating out long-established labels like NYX ($51.5 million), Benefit ($48.1 million) and Urban Decay ($37.0 million). The brand, which has been praised by influencers and customers for its inclusive foundation shade range and holographic highlighter sticks, celebrated the launch with a party in New York hosted by the singer herself.

Fenty Beauty’s earned media value primarily came from Instagram, where the brand recorded $45.2 million, and YouTube, where the brand recorded $10.6 million.